You are using a new version of the IGI Global website.
If you experience a problem, submit a ticket to
helpdesk@igi-global.com,
and continue your work on the old website.

To Support Customers in Easily and Affordably Obtaining Titles in Electronic Format
IGI Global is Now Offering a 50% Discount on ALL E-Books and E-Journals Ordered Directly Through IGI Global’s Online BookstoreAdditionally, Enjoy a 20% Discount on all Other Products and FormatsBrowse Titles

As Part of Our Efforts to Assist Customers with More Easily and Affordably Obtaining Titles in Electronic Format, IGI Global is Now Offering a 50% Discount on All E-Books and E-Journals Ordered Through IGI Global’s Online Bookstore*

To support customers with accessing online resources, IGI Global is offering a 50% discount on all e-book and e-journals. This opportunity is ideal for librarian customers convert previously acquired print holdings to electronic format at a 50% discount.

*The 50% discount is offered for all e-books and e-journals purchased on IGI Global’s Online Bookstore. E-books and e-journals are hosted on IGI Global’s InfoSci® platform and available for PDF and/or ePUB download on a perpetual or subscription basis. This discount cannot be combined with any other discount or promotional offer. Offer expires June 30, 2020.

To assist you during the COVID-19 pandemic, IGI Global will convert libraries previously acquired print holdings to electronic formats directly through our InfoSci® platform, ProQuest’s E-Book Central, or EBSCOhost at a 50% discount. Send us a list of IGI Global publications you would like to convert, and we’ll promptly facilitate the set-up and access.

IGI Global offers a rich volume of content related to treatment, mitigation, and emergency and disaster preparedness surrounding epidemics and pandemics such as COVID-19. All of these titles are available in electronic format at a 50% discount making them ideal resources for online learning environments.

IGI Global is now offering a new collection of InfoSci-Knowledge Solutions databases, which allow institutions to affordably acquire a diverse, rich collection of peer-reviewed e-books and scholarly e-journals. Ideal for subject librarians, these databases span major subject areas including business, computer science, education, and social sciences.

Create a Free IGI Global Library Account to Receive an Additional 5% Discount on All Purchases

Exclusive benefits include one-click shopping, flexible payment options, free COUNTER 5 reports and MARC records, and a 5% discount on single all titles, as well as the award-winning InfoSci®-Databases.

MLA

APA

Sonar, R. M. (2013). Towards Automation of Business Intelligence Services Using Hybrid Intelligent System Approach. International Journal of Business Intelligence Research (IJBIR), 4(4), 61-92. doi:10.4018/ijbir.2013100105

Abstract

Business Intelligence (BI) includes many tools, techniques and technologies. BI processes often involve team of human decision makers and end-users to extract, explore and analyse the data. The results, decisions or models after analysis need to be implemented into operational systems. There can be considerable time delay between business events happening and action taken thus loosing opportunities. Intelligent techniques such as rule-based reasoning and case-based reasoning have been used extensively to address wide range of intelligent tasks including personalisation and recommendation. Some BI tasks can be modelled, automated and delivered through services rather than done on ad-hoc basis. The authors represent a service based approach to BI where a service corresponds to a well defined analytical functionality implemented using intelligent technique(s), filtering techniques or hybrids of them accessing only relevant data from database specifically modelled and designed for such tasks. The authors discuss an application of the approach for a value-added service in mobile domain.

Introduction

Many organizations are increasingly using BI tools such as data mining that work on top of data warehouse to build analytics especially domains like customer relationship management (CRM) to identify, attract, understand, serve and retain the customers (Ngai, Xiu, & Chau, 2009). The customers of hyper competitive retail businesses such as telecom, e-tailing, insurance, media and entertainment have been pampered with choices. New products and services are introduced on ongoing basis and time to market has been substantially reduced. Changes in job profiles, income levels, locations, family statuses, life styles along with availability of various new options and choices, their tastes and requirements keep changing. Analysis that is done based on what they did many years back may not be relevant in the current context. Analysis should be done on ongoing basis tracking every activity the customer does, looking for opportunity and taking immediate action or within reasonable time. In competitive environments, the business firms require continuous analysis of data generated through various activities for insights, only episodic and ad-hoc or craft-based will not suffice (Davenport, Harris, & Morison, 2010). Delays in recognizing, interpreting and acting on insights and changes are critical emerging impediments to competitiveness (Prahalad & Krishnan, 2008).

BI many a times includes tasks such as classifying millions of customers into loyal and non-loyal, clustering or segmenting them into few groups like platinum, gold, iron, lead etc., however, in the worst-case scenario each one can have an unique behavioural patterns based on his or her demographic profile, interactions or transactions that he or she does with the firm. It may not be that effective to apply the broader group rule(s) or behaviour(s) to the customer or try to fit the customer into a group to understand and serve him or her. The bottom line is: even a firm is dealing with millions of customers the firm must analyse, understand and serve one customer at a time (Prahalad & Krishnan, 2008) to get better customer life time value.

Firms like Amazon, Netflix offer unique personalised experiences to their users based on their past transactions, likes and dislikes. Large number of products and contents (catalogues) are made available online and they are personalised and recommended. So that each user gets what he likes or tastes are. It helps to form groups of niches: people who like particular kind of product or product (Anderson, 2006). Various filtering techniques (Felfernig, Friedrich, & Schmidt-Thieme, 2007) have been used to implement personalization to offer unique experiences to individuals. While personalisation has been successfully applied in domains like e-Commerce (Adomavicius & Tuzhilin 2005; Balabanovic & Shoham, 1997; Burke, 2007; Felfernig et al., 2007; Mandl, Felfernig, Teppan, & Schubert, 2011), one of the challenges is, offering it on various mobile interfaces like SMS, voice and WAP (wireless application protocol). The interfaces like SMS and voice are less interactive not much of information is available compared to WAP kind of interfaces where click-streams can be tracked like on the Web. Another challenge is the size of mobile screen. The personalised items (we used the common term item to refer to product, service, content, campaign, offer etc.) to be targeted and pushed to the individual mobile subscriber must be very relevant based on his or her changing likes and dislikes, preferences and needs, objectives and constraints.